Objectives and competences
Student is going to:
• know role of marketing,
• know the marketing goals,
• know the purpose of marketing communication
• understand the marketing channel dynamics,
• know the implementation of digital marketing.
Content (Syllabus outline)
• the role of marketing,
• target marketing,
• buying behaviour of customer,
• market segmentation,
• evaluating the market potential,
• differentiation,
• brand,
• market view of service environment,
• marketing trails,
• place for service execution,
• marketing communication,
• org. of marketing activities,
• mouth to mouth marketing,
• research of the market,
• the essence of marketing strategies,
• digital marketing.
Learning and teaching methods
• lectures,
• tutorial,
• discussions,
• individual work,
• group work,
• solving e-tasks.
Intended learning outcomes - knowledge and understanding
After successful completion of the course, the student will be able to:
• know the role of marketing,
• understand the essence of the marketing's concept,
• know the marketing models,
• know the variables of marketing mix,
• understand the implementation of digital marketing.
Intended learning outcomes - transferable/key skills and other attributes
Aplication of the marketing basics,use of the elementary tools of marketing, creating marketing mix variables
Readings
1. Vukovič, G., & Završnik, B. (2010). Marketing (str. 179). Moderna organizacija.
2. Devetak, G. (2000). Evropski marketing storitev (str. 392). Moderna organizacija.
3. Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing management (3rd ed., str. XXXIV, 942). Pearson Education.
4. Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing (6th ed., str. XXVII, 702). Pearson.
Prerequisits
• no prerequisites
Additional information on implementation and assessment • written exam (70%)
• seminar paper (30%)
Note:
Written examination can be substituted with 2 half term exams/colloquiums (35 % each).) 2 half term exams/colloquiums must be positively assessed (the student must achieve at least 51%).
